Bollywood couple Genelia, Riteish Deshmukh launch plant-based meat venture

  • The company called Imagine Meats will launch a variety of products tailor made for Indian palate through various retail channels in the coming months
  • It has worked in partnership with the Indian arm of global non-profit organisation The Good Food Institute

Saumya Tewari
Updated20 Jul 2020, 04:45 PM IST
Photo source: Twitter
Photo source: Twitter

New Delhi: Following the growing global trend of veganism and vegan meat, Bollywood celebrity couple Genelia and Ritesh Deshmukh on Monday announced their entrepreneurial venture focussed on plant-based meat products.

The company called Imagine Meats will launch a variety of products tailor made for Indian palate through various retail channels in the coming months.

It has worked in partnership with the Indian arm of global non-profit organisation The Good Food Institute (GFI) that promotes plant-based alternatives to meat, dairy, and eggs as well as cultivated meat as alternatives to the products of conventional animal agriculture.

Imagine Meats has also tied up with global ingredients manufacturer Archer Daniels Midland (ADM) Nutrition India, which allowed it to access expertise in food science, flavours, and product development across Singapore, Berlin, and the United States. These experts worked closely with Imagine Meats to cater to Indian palate with products to create dishes such as kebabs, biryanis, and curries.

"We want Imagine Meats to be the choice for anybody seeking the taste of meat, without the guilt of environmental and public health impacts - just as it will be for our own family,” said Genelia Deshmukh.

The launch of the venture is significant in countries like India, where meat consumption is expected to rise radically over the next decades creating environmental impact in an already stressed environment.

Varun Deshpande, managing director at the Good Food Institute India, said India is taking its first steps, in a sector which is soaring globally and demonstrating a model to save the planet.


Catch all the Business News , Corporate news , Breaking News Events and Latest News Updates on Live Mint. Download The Mint News App to get Daily Market Updates.

MoreLess
First Published:20 Jul 2020, 04:45 PM IST
Business NewsCompaniesPeopleBollywood couple Genelia, Riteish Deshmukh launch plant-based meat venture

Get Instant Loan up to ₹10 Lakh!

  • Employment Type

    Most Active Stocks

    Tata Steel

    149.75
    01:24 PM | 12 SEP 2024
    1.6 (1.08%)

    Bharat Electronics

    291.25
    01:24 PM | 12 SEP 2024
    3.2 (1.11%)

    Indus Towers

    431.50
    01:23 PM | 12 SEP 2024
    3.4 (0.79%)

    Tata Motors

    967.85
    01:24 PM | 12 SEP 2024
    -8.15 (-0.84%)
    More Active Stocks

    Market Snapshot

    • Top Gainers
    • Top Losers
    • 52 Week High

    Engineers India

    225.75
    01:18 PM | 12 SEP 2024
    16.15 (7.71%)

    CG Power & Industrial Solutions

    735.75
    01:18 PM | 12 SEP 2024
    46.05 (6.68%)

    Sundaram Finance

    4,888.60
    01:18 PM | 12 SEP 2024
    263 (5.69%)

    Campus Activewear

    315.55
    01:17 PM | 12 SEP 2024
    15.65 (5.22%)
    More from Top Gainers

    Recommended For You

      More Recommendations

      Gold Prices

      • 24K
      • 22K
      Bangalore
      72,200.00380.00
      Chennai
      72,220.00400.00
      Delhi
      72,890.00-1,030.00
      Kolkata
      74,510.001,440.00

      Fuel Price

      • Petrol
      • Diesel
      Bangalore
      102.86/L0.00
      Chennai
      100.75/L0.00
      Kolkata
      104.95/L0.00
      New Delhi
      94.72/L0.00

      Popular in Companies

        HomeMarketsloanPremiumMint Shorts